The article offers a pragmatic approach to certain aspects of cross-border regionalisation. The marketing component of Euroregion development and the implementation of cross-border cooperation projects are considered as key directions of the joint activity of cross-border partner-regions. The authors analyse the opportunity to apply the territory brand model to research on the mechanisms of cross-border cooperation and to the elaboration of an efficient development strategy as a promising direction of further study of the cross-border cooperation and regionalisation phenomena.
